Nima Heirati

Dr Nima Heirati

Senior Lecturer (Associate Professor) in Marketing
+44 (0)1483 682016
12 MS 03
Student Feedback & Consultation Hours: Available upon request on Thursdays


Areas of specialism

Service Marketing; Customer Experience; Innovation Strategy; Business Relationships

Previous roles

Lecturer in Marketing
Newcastle University
Senior Lecturer in Marketing
Queen Mary University of London


Research interests


Postgraduate research supervision

My teaching

My publications


Zhang, Y., Leischnig, A., Heirati, N., & Henneberg, S. C. (2021). Dark-side-effect contagion in business relationships. Journal of Business Research, 130, 260-270.
Zaki, M., McLeay, F., Henneberg, H., Heirati, N., Leischnig, A. (2021). How to create a digitalisation strategy that works, Cambridge Service Alliance, University of Cambridge.
Blut, M., Heirati, N., & Schoefer, K. (2020). The dark side of customer participation: when customer participation in service co-development leads to role stress. Journal of Service Research, 23(2), 156-173.
Siahtiri, V., Heirati, N., & O'Cass, A. (2020). Unlocking solution provision competence in knowledge-intensive business service firms. Industrial Marketing Management, 87, 117-127.
Henneberg H., Zaki M., Ismail M., Misus G., Leischnig A., Heirati N. (2020). Driving business model transformation: How ready is your digital thread?, Cambridge Service Alliance, University of Cambridge.
Heirati, N., Henneberg, S. C., Richter, A., & Harste, R. (2019). Differential importance of social and economic determinants of relationship performance in professional services. Industrial Marketing Management, 76, 23-35.
Heirati, N., & Siahtiri, V. (2019). Driving service innovativeness via collaboration with customers and suppliers: Evidence from business-to-business services. Industrial Marketing Management, 78, 6-16.
Schoefer, K., Wäppling, A., Heirati, N., & Blut, M. (2019). The moderating effect of cultural value orientations on behavioral responses to dissatisfactory service experiences. Journal of Retailing and Consumer Services, 48, 247-256.
Zarj, M., Dehkordi, A., Heirati, N., & Meigounpoory, M. (2019). The evolution of business relationships between technology-intensive new ventures and incumbents during the new product development process. International Journal of Innovation Management, 23(06), 1950052.
Heirati, N., Henneberg, S., Leischnig, A. (2019). Financial performance of service infusion: Equifinal constellations of organisational design, product characteristics, and service infusion approaches, Spring Servitization Conference, 179-187.
Heirati, N., O’Cass, A., & Sok, P. (2017). Identifying the resource conditions that maximize the relationship between ambidexterity and new product performance. Journal of Business & Industrial Marketing, 32(8), 1038-1050.
Dzenkovska, J., Lemke, F., Schoefer, K., Heirati, N. (2017). Customer Experience Quality: Boundaries, Measurement and Management, Frontiers in Service.
Heirati, N., O'Cass, A., Schoefer, K., & Siahtiri, V. (2016). Do professional service firms benefit from customer and supplier collaborations in competitive, turbulent environments?. Industrial Marketing Management, 55, 50-58.
Dzenkovska, J., Heirati, N., Lemke, F., Schoefe, K. (2016). Customer Experience Quality: Preliminary Inquiry Using Repertory Grid Technique, International Colloquium on Relationship Marketing (ICRM).
Heirati, N., & O’Cass, A. (2016). Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy. Asia Pacific Journal of Management, 33(2), 411-433.
O'Cass, A., & Heirati, N. (2015). Mastering the complementarity between marketing mix, brand management, customer relationship management capabilities to enhance new product performance. Journal of Business and Industrial Marketing, 30(1), 60-71.
O'Cass, A., Heirati, N., & Ngo, L. V. (2014). Achieving new product success via the synchronization of exploration and exploitation across multiple levels and functional areas. Industrial Marketing Management, 43(5), 862-872.
Heirati, N., O'Cass, A., & Ngo, L. V. (2013). The contingent value of marketing and social networking capabilities in firm performance. Journal of Strategic Marketing, 21(1), 82-98.
O’Cass, A., Ngo, L. V., & Heirati, N. (2012). Examining market entry mode strategies via resource-based and institutional influences: Empirical evidence from a region-within-country economy context. Australasian Marketing Journal, 20(3), 224-233.